To mark its 20th anniversary, the global cloud-based communication platform Infobip predicts a shift in how brands interact with consumers. The current app-to-user (A2P) messaging model will soon move towards a fully automated "agent-to-agent" future by 2030.
According to Infobip's forecast, the rapid adoption of AI is driving businesses to shift to AI-based communication models, as AI systems can automate the entire customer interaction journey across all communication channels.
This technology is well-suited for implementing hyper-personalization across multiple channels, creating content and experiences tailored to each customer's specific needs.
Silvio Kutić, CEO of Infobip, stated: “The way we communicate with brands is constantly changing. In the new Agentic AI world , brands need to maximize the potential for hyper-personalization through AI and interactive communication channels like RCS and WhatsApp.”
Infobip predicts that by 2030, personal AI assistants will be integrated into smartphones and capable of handling complex tasks. For example, a user's personal AI assistant could automatically negotiate with a travel company's AI system to search, book, and pay for services based on the user's habits and digital behavior, without direct human intervention. This is the agent-to-agent model.
To succeed in this new landscape, businesses need to address data silos, where information is not consistent or shared. AI agents can only operate effectively when provided with comprehensive information about the entire customer journey, from marketing to customer service. Currently, businesses' readiness for this transformation remains limited, with only about 5% of AI agent projects implemented in real-world environments due to data barriers and internal challenges.
Silvio Kutić emphasized: “Businesses need to act now. A data structure that can share and synchronize information will be key to the successful deployment of AI agents. While a personal AI assistant capable of planning a trip for a user might only be available in the future, brands that don’t prepare for this scenario will lose their competitive edge.”